Call deflection is very often used to prove the ROI of community efforts, especially those tied to support. The idea is that, when someone receives an answer to their question in the community, instead of calling you on the phone, you save money because it costs you less to provide that answer. This could also be true for other channels where it might cost you more to offer customer service (email or live chat, for example).
Recently, on the Community Signal podcast, I spoke with Jay Baer, author of a great new customer service book, Hug Your Haters. The book has some really interesting data about how answering complaints in forums boosts advocacy. But another part of the book that caught my eye was when he referred to call deflection as a myth.
“The idea of call deflection used by many large companies to justify the cost of robust social media customer service programs is a myth,” he wrote. “… Customers use of public channels has sky-rocketed, of course, but the growth in the total number of interactions has essentially eliminated the presumed financial advantage of answering customers in less expensive digital places.”